Also as of 2018, Weight Watchers rebranded to become WW. The new company tagline, “Wellness That Works,” highlights WW’s shift from purely weight loss to overall health and wellness.
The Decision to Rebrand and Controversy Around WW’s Weight Loss App for Kids
Famous for its weight management program, WW announced its expansion to become a global wellness company in September 2018. In addition to weight loss, WW now offers programs that encourage physical activity and help develop a positive mindset. As part of the company’s renewed commitment to wellness, WW products sold to consumers no longer contained any artificial sweeteners, flavors, or preservatives as of January 2019.
The WW app also has new features that include the WellnessWins reward program, a point system for fitness and exercise, and Connect Groups where people can meet other members based on age, interests, and what stage of their wellness journey they’re on.
Controversy sparked in August 2019 with the launch of Kurbo by WW, a weight loss program for children and teens ages 8 to 17. Kurbo is marketed as a family-based behavior-change program, and uses the traffic-light system to help kids make better choices when it comes to food. Parents and eating-disorder experts criticized the program, arguing it may cause or exacerbate unhealthy eating habits in young people.
“I don’t like to overly focus on a child’s weight and rarely recommend kids lose weight, but rather identify areas in their life where they may have an opportunity to improve health behaviors,” says Natalie Muth, MD, pediatrician and author of Family Fit Plan.
“I don’t think the approach was developed to be a diet, but rather an approach to help families make lifestyle changes,” she says.